Apple less 'inspiring', brand survey says

  • Apple is perceived as less "inspiring" than it was three years ago, according to a brand survey released on Wednesday.

    According to industry analysts, the findings by consultancy Added Value are in line with concerns amongst shareholders who have seen Apple’s stock market value plummet by some $230 billion since September last year.

    Meanwhile, smartphone rival Samsung is now seen as equally "inspiring" in the United States.

    Apple's reputation for innovation is seen to have taken a hit after the iPhone 5 was deemed too similar to the earlier model.

    Similarly, its iPad Mini came as a response to smaller tablet computers already on the market, implying that Apple was following and not leading.

    Many believe Apple has lost its direction since its visionary co-founder, Steve Jobs, passed away in October 2011.

    As part of its Cultural Traction 2013 report, Added Value evaluated the "cultural vibrancy" of 160 brands across 15 sectors, involving more than 62,000 respondents in 10 countries.

    The top ten brands seen to be the most "visionary, inspiring, bold and exciting" were Google, Apple, Samsung, Ikea, Microsoft, Sony, BMW, Audi, Coca-Cola and eBay.